They have been derided for their interview process (though not, as far as I know, for their candidate selection), but that's not the point of the article. I'd love if it we stuck to discussing the content of the article: how to write when applying at any company.
If you could describe what superstition and nonsense you see in the article, that might be helpful.
There is something salient about the fact that Canonical’s culture is not one to mimic, though.
What if there is something about following this advice that unwittingly selects for candidates who will make a super long and off-putting interview loop?
Nitpick, not any company, only this company. If you have a company that writes fluffy job ads and you have a CV written like the article recomends, they are likely to pass you. That hiring manager doesn't want to know you, they want to be in awe with you. It's about matching with the company more than beeing direct, organized, smart and so on. Unfortunately.
If you could describe what superstition and nonsense you see in the article, that might be helpful.